22 Mar 2008


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Ginsters to launch ready meals range

Pasty maker Ginsters is to launch a range of microwavable ready meals for the impulse channel as part of a rebrand of its entire product portfolio.

Ginsters Real Meals

Ginsters Real Meals will be available in three varieties from 27 March with an RRP of £2.99 for a 350g pot.

The varieties are:

• Beef & Peppered Dumplings
• Pasta Bolognese
• Chicken Tikka & Rice

The product is targeted primarily at workday lunchtimes, as an alternative to pastries, sandwiches or soups, in food-to-go environments.

It is designed to have a broad appeal, to both men and women, and can be microwaved in four minutes.

Ginsters’ head of brand marketing, Andy Valentine, said they would “appeal to a wide cross-section of consumers from busy office workers needing a convenient lunch on the go, through to people on the move wanting a quick meal, to mums at home looking for a quick and easy mealtime alternative.”

In locations such as petrol forecourts, where consumers might heat them on site to take away, Ginsters will provide forks.

The move forms part of a brand makeover for Ginsters designed to highlight the use of “quality, fresh ingredients” and local sourcing.

Packaging will have a “bold” new look featuring the Cornish flag, a Celtic-style typeface and the wording “Ginsters of Cornwall”.

It will retain the current “Real Honest Food” message.

The relaunch will be supported by a £6.5m total brand investment in 2008, starting with a press and outdoor campaign in May, followed by a Real Honest Food TV campaign in the autumn.

The advertising will inject “a touch of Cornish humour”, set to feature a pantomime cow and the tagline “We source locally to keep a close eye on our beef”.

There will also be point-of-sale support.

Ginsters Cornish Pasty - new packaging

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